Discover three pioneers of luxury fashion in the metaverse

Discover three pioneers of luxury fashion in the metaverse

Luxury brands such as Burberry, Balenciaga and Louis Vuitton are paving the way for a future of fashion in the metaverse. Rumble Romagnoli, CEO of Relevance, examines the role of fashion in the metaverse.

In the new frontier of the metaverse, luxury brand executives are beginning to recognize the potential of augmented reality (AR) and virtual reality (VR), and are moving quickly to capitalize on this new marketing opportunity. According to Vogue Business, 53% of fashion brands are investing in the $300 billion gaming industry, experimenting with Instagram filters, digital avatars and virtual stores.

The luxury fashion movement in the metaverse promises new avenues for consumer engagement. Already a resounding success, Morgan Stanley analysts say the market for virtual luxury goods could reach $50 billion by 2030.


Relevance on how luxury fashion brands can enter the metaverse

Given the potential revenue and reach of new and younger audiences, there’s no better time to start planning your brand’s journey into the metaverse.

Relevance is a luxury digital marketing agency with a keen eye on the latest digital trends. Here are the main luxury players in this virtual space.

Luxury Fashion in the Metaverse

Burberry: Blankos block party

Burberry is one of the fashion pioneers in the metaverse, constantly creating innovative in-store experiences, merging AR with physical products for a more engaging customer experience.

In July 2021, Burberry announced its partnership with Mythical Games by launching its game Blankos Block Party, an open-world multiplayer metaverse video game featuring non-fungible token (NFT) vinyl toys that live on a blockchain. Adorned with Burberry’s summer monogram TB, the limited-edition Burberry Blanko Sharky B NFT can be bought, upgraded, and sold, along with in-game NFT accessories including a jetpack, armbands, and pool shoes. As one of the most successful fashion partnerships in the metaverse, the Burberry Blanko sold out in a record time of less than 30 seconds, while the jetpack sold out in less than two minutes.

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By going metaverse with these playable NFTs, Blankos Block Party has created a new in-game economy to win, paving the way for a future of digital ownership in games.

Co-branding has been an effective strategy used by brands for years, which is why it makes sense to do it in the metaverse. Follow the example of Burberry and find a strategic partner from another sector.

Louis Vuitton: Louis the game

Although historically slow to embrace new technologies, Louis Vuitton has taken a significant step forward to mark its 200th anniversary in 2021.

In tribute to the brand’s founder, Louis Vuitton has joined other metaverse fashion leaders in launching a video game featuring collectible NFTs. Dubbed Louis the Game, the app follows the protagonist through six different worlds, where she must collect 200 candles to commemorate Louis Vuitton’s anniversary.

Louis the Game also comes with a creative element allowing players to customize their character with Louis Vuitton clothing, including various monogram prints and colorways.

Most notably, there are 30 built-in NFTs that you can find throughout the game, designed by digital artist Beeple.

Louis Vuitton demonstrates that you can start small by entering the metaverse fashion world. Try setting up AR filters on social media or listing NFTs online.

Balenciaga: Fortnite x Balenciaga

The young, forward-thinking fashion house is one of the latest luxury brands to bring fashion to the metaverse. In September 2021, the 103-year-old French luxury house shaped the discourse on the future of fashion, redefining its haute couture heritage with a unique collaboration with Epic Games, the developer behind Fortnite.

For a month, players could purchase metaverse clothing inspired by Balenciaga pieces in a virtual version of a Balenciaga store. An actual Fortnite x Balenciaga series will also be available at select Balenciaga stores and on Balenciaga.com. In turn, those who purchase the actual garments will also unlock the Balenciaga metaverse garments in Fortnite.

Players can find the virtual store in the hub featured by Strange Times in Fortnite Creative. Here players can meet other fashionable players, change their look and add Balenciaga Fit outfits to their inventory. In another twist, billboard images seen in real life will be continuously updated with user-generated content (UGC), creating a “living lookbook.”

If you don’t have the budget to create your own video game and aren’t afraid to be bold, find a video game adjacent to your brand’s universe to work with.

Living out your fantasy is at the heart of fashion, and the Metaverse is a superb tool to reinforce that palpable feeling. Designers no longer simply make clothes but create entirely new universes in which everything is the product of brand aesthetics.

Although the fashion industry dominates this virtual world, many other sectors are getting involved, from superyachts to real estate. For example, ONE Sotheby’s and Sierra have acquired over 40 acres in the metaverse for future projects.

While it’s hard to predict what the future of metaverse fashion holds, we can be sure that savvy brands can use it to drive a variety of marketing outcomes, including building fan loyalty.

Contact Relevance’s team of specialists for advice on how to pivot your brand to the metaverse.

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